Title search: 2 series in the hunt

The races for title sponsorships on two motorsports
properties, NASCAR’s truck series and the IndyCar Series, are heating up.

Kobalt Tools, a Lowe’s brand, has emerged as the leading
candidate to sponsor the truck series, industry sources say. Craftsman has been
the title sponsor since the series was launched in 1995, but the Sears brand
will not renew after its deal with NASCAR runs out this year.

NASCAR is believed to be selling the truck title rights in the
mid-to-high seven-figure range annually, with an advertising commitment on
Speed, the broadcast home of the series, at close to seven figures. Stanley
Tools and NAPA also have been involved in discussions with NASCAR.

Kobalt Tools, a Lowe’s brand, has emerged
as the leading candidate to replace Craftsman
as sponsor of NASCAR’s truck series.

Kobalt Tools’ presence in NASCAR has previously been tied to
Sprint Cup driver Jimmie Johnson, whose primary sponsor is Lowe’s. If NASCAR
and Kobalt Tools eventually reach an agreement, the deal could have many
tentacles.

In addition to the title
sponsorship, the deal likely would include status for Kobalt as the official
tool of NASCAR, replacing Craftsman. Lowe’s, represented by GMR Marketing, also
could be moving into the official home improvement store category that
currently is occupied by Home Depot, whose deal with NASCAR runs out this year.

Ron DeFeo, spokesman for Home Depot, said the retailer has not
made any decisions on its future in NASCAR. Home Depot could be without Sprint
Cup driver Tony Stewart after this season; Stewart and Joe Gibbs Racing
announced last week that they would split after the 2008 season.

Stewart is buying into Haas CNC Racing as a driver/owner, with
Office Depot as a primary sponsor for his new ride. Old Spice is a leading
contender to be the other sponsor in a co-primary model.

Brian Corcoran, NASCAR’s managing director of corporate
marketing, is point person for the truck title rights.

Sources say the IRL has been talking with
Subway and Kodak about a title deal.

Meanwhile, the Indy Racing League, which has been without a
title sponsor on its headline IndyCar Series since 2002, has been in
discussions with at least two prospective sponsors, Kodak and Subway, industry
sources say, and a third candidate has emerged in the last month.

The IndyCar title is thought to go for the mid-to-high seven
figures annually.

Kodak serves as an associate sponsor at Penske Racing for both
its NASCAR and IndyCar teams. Its motorsports sponsorships, including an
official status deal with NASCAR, expire at the end of this season and the
company has said it is working with Octagon to evaluate its future course.

Subway, whose motorsports ties are with Stewart on the NASCAR
side, had its marketing officials at the Indianapolis 500 and talks have
progressed from there. Just Marketing International, which represents the IRL,
also counts Subway as a client. Terry Angstadt, president of the commercial
division, and Greg Gruning, vice president of sales, have been spearheading the
IRL’s sales efforts along with Just Marketing.